Journal of Social Marketing最新文献

{"title":"Using social marketing strategies to develop and pretest PrEP education materials for transgender women.","authors":"Sarah Bauerle Bass, Patrick J A Kelly, Jesse Brajuha, Luis Gutierrez-Mock, Paul D'Avanzo, Samantha Herrera, Jae Sevelius","doi":"10.1108/jsocm-08-2022-0169","DOIUrl":"10.1108/jsocm-08-2022-0169","url":null,"abstract":"<p><strong>Purpose –: </strong>The purpose of this study was to develop pre-exposure prophylaxis (PrEP) education materials that directly address the needs of trans women. PrEP medication is an effective HIV prevention strategy, but some groups at high risk of HIV, such as transgender (trans) women, have suboptimal uptake and adherence. Most PrEP marketing has been aimed fat men who have sex with men (MSM) and include trans women as part of that audience, but this strategy ignores important differences in perceptions of and barriers to PrEP.</p><p><strong>Design/methodology/approach –: </strong>This study used a social marketing approach grounded in exchange theory to systematically develop and pretest PrEP messaging and communication materials for trans women through qualitative (focus groups: <i>n</i> = 5, 34 participants) and quantitative (surveys: <i>n</i> = 128) methods in Philadelphia and the San Francisco Bay area. Segmentation analysis, perceptual mapping and vector message modeling techniques were used to create three-dimensional visualizations of PrEP perceptions to identify highly targeted messaging. Working with trans artists, the authors developed prototype materials using the targeted messaging and pretested these (<i>n</i> = 11) in both locations for feedback on content, look and insight on appropriate intervention strategies.</p><p><strong>Findings –: </strong>Using segmentation and perceptual mapping, this study identified key PrEP messaging across different subgroups, including by demographic and psychographic variables. Differences by group were determined to not be significant and overall messages that would resonate with all groups were built into the materials. Pretesting sessions indicated high acceptability of the messaging and trans women-centered approach to increase PrEP uptake.</p><p><strong>Originality/value –: </strong>To the best of the authors' knowledge, this is the first study to use a social marketing framework to create targeted PrEP communication materials for trans women in partnership with trans women.</p>","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":"380-398"},"PeriodicalIF":2.6,"publicationDate":"2023-05-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://www.ncbi.nlm.nih.gov/pmc/articles/PMC12369550/pdf/","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41904765","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"OA","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"One needs to be reminded and motivated: mediating role of digital nudging for food waste reduction","authors":"D. Ong, Shirley Chiu, Elizabeth Andrews, Geetha Nadarajan","doi":"10.1108/jsocm-02-2023-0025","DOIUrl":"https://doi.org/10.1108/jsocm-02-2023-0025","url":null,"abstract":"\u0000Purpose\u0000The global food waste and food scarcity paradox is steadfastly increasing. This study aims to examine the effects of digital nudging as forms of positive and negative reinforcement to change food waste behavior and found that nudging positive reinforcement modifies this habit.\u0000\u0000\u0000Design/methodology/approach\u0000A field experiment was conducted on 628 diners randomly split into experiment (n = 412) and control group (n = 216) in two separate dining locations over four weeks. Out of these, 412 diners were randomly subjected to tent cards with positive (n = 228) and negative (n = 184) reinforcement nudging and completed a questionnaire to ascertain if nudging affects their consumption behavior. Consumption waste per unit revenue was calculated from all 628 diners individually to analyze the financial impact between control and experiment groups.\u0000\u0000\u0000Findings\u0000SEM analysis reveals that positive reinforcement mediates between external motivators (social media and restaurant service) and reduction of food waste behavior. Further analysis also reveals that nudging has a higher three times effect on reducing food waste as compared with no nudging (control).\u0000\u0000\u0000Social implications\u0000Positive messaging encourages behavior change more effectively as compared to negative ones. Gentle reminders of how everyone can personally be a “warrior” or “hero” in the fight against global food waste increases the likelihood of altruistic motivation in tackling these issues.\u0000\u0000\u0000Originality/value\u0000This study demonstrates how positive reinforcement in the form of nudges acts as key mediator to support reduction of consumer food waste on site, ultimately helping to reduce financial costs compared to those without nudges.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47435337","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The role of social marketing in promoting quality of life through the lens of sustainable consumption","authors":"L. Christie, Marike Venter de Villiers","doi":"10.1108/jsocm-04-2022-0089","DOIUrl":"https://doi.org/10.1108/jsocm-04-2022-0089","url":null,"abstract":"\u0000Purpose\u0000This paper presents a unique conceptual model that promotes behaviour change with the goal of creating a more sustainable conscious society. It aims to provide social marketers with insight on how to influence consumers' buying behaviour, which is often guided by their misperception of what is a good Quality of Life (QoL).\u0000\u0000\u0000Design/methodology/approach\u0000By means of a comprehensive, analytical review of relevant literature, this paper took a conceptual approach that included the thematic analysis of data sources such as accredited journal articles, books and other credible published materials.\u0000\u0000\u0000Findings\u0000Against the backdrop of South Africa's socio-economic conditions, this model emphasises the crucial role of individual's social and personal environment in shaping behaviour. The role of social marketers is to capitilise on consumers immediate environment to persuade them to consume more sustainably. It further gives way to the long-term, positive consequences of behaviour change on consumer's Quality of Life. The basic premise underlying the conceptual model is eudaimonia, the long-term subjective well-being of consumers, as a result conscientious consumption practices. The authors integrate Bandura's Social Cognitive Theory (1986) and Christie's Nested model of Quality of Life (2018) and presents the Social Cognitive Model of Quality of Life.\u0000\u0000\u0000Research limitations/implications\u0000Such an integrative conceptual model can be used to justify policy implications, social marketing strategies and behavioural change for the individual consumer to promote their own subjective QoL while addressing and perhaps mediating the broader social and environmental concerns. However, the application of this concept within an emerging economy, remains to be a challenge, as the awareness around sustainable consumption is still in its infant stage.\u0000\u0000\u0000Originality/value\u0000With the rise of globalisation, consumers in emerging economies aspire to portray wealth through the acquisition of materialistic possessions. This is even though the majority live in poverty and cannot sustain a lifestyle that is driven by conspicuous consumption. As a result, social marketers have a significant responsibility to inRuence consumers buying behaviour towards sustainable consumption. This paper presents a model that guides social marketers on how they can encourage pro-environmental behaviour and create a more sustainably conscious society.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-05-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41443029","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Hell for consumer addiction?: thematic analysis of COVID-19 narratives in a gambling support forum","authors":"Luke Brownlow, En Li","doi":"10.1108/jsocm-04-2022-0069","DOIUrl":"https://doi.org/10.1108/jsocm-04-2022-0069","url":null,"abstract":"\u0000Purpose\u0000The COVID-19 pandemic resulted in public health measures which unintentionally made unfortunate individual-, community- and system-level impacts. People experiencing gambling harm have distinctive vulnerabilities that are exacerbated during this period of uncertainty, physical distancing, self-isolation and changes to treatment services. This paper aims to investigate narratives of gambling harm to understand unmet needs in a COVID-19 context.\u0000\u0000\u0000Design/methodology/approach\u0000A leading international gambling support forum was mined for all posts associated with COVID-19 during 2020 and thematically analyzed.\u0000\u0000\u0000Findings\u0000A series of themes and subthemes that gamblers responded to the pandemic with a series of adaptive and maladaptive behaviors in line with the integrative theoretical framework of maladaptive consumption. Additionally, people experiencing gambling harm are disproportionately impacted by the COVID-19 pandemic, and the standard public health notices do not meet their unique needs.\u0000\u0000\u0000Originality/value\u0000This research builds upon knowledge of the antecedents and consequences of maladaptive consumption behavior. Further, the findings show that the lack of preventative measures, such as targeted and timely information to combat adverse outcomes, and reflexive support services has made this time more challenging.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-05-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41653403","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Increasing employer willingness to hire people with disability: the perspective of disability employment service providers","authors":"Rola Mahasneh, Melanie Randle, Rob Gordon, Jennifer Algie, S. Dolnicar","doi":"10.1108/jsocm-08-2022-0174","DOIUrl":"https://doi.org/10.1108/jsocm-08-2022-0174","url":null,"abstract":"\u0000Purpose\u0000This study aims to investigate which factors are associated with the willingness of employers to hire people with disability from the perspective of disability employment service providers. We also identify social marketing approaches that disability employment service providers consider to be most effective in increasing employer willingness to hire people with disability.\u0000\u0000\u0000Design/methodology/approach\u0000Using the framework of the theory of planned behavior, this study examines the association of attitude, subjective norms and perceived behavioral control with employer willingness to hire people with disability. The authors do this from the perspective of disability employment service providers, who are responsible for matching people with disability with suitable employment opportunities. The authors used a qualitative approach to data collection and conducted 30 in-depth interviews. Data analysis included deductive and inductive coding to develop the themes and subthemes.\u0000\u0000\u0000Findings\u0000Attitude, subjective norms and perceived behavioral control were all perceived to influence employers’ willingness to hire people with disability. However, the importance of each construct was perceived to differ by location and organization type. Three key social marketing approaches were perceived to be most effective in increasing employer willingness to hire people with disability: educational, relational and interactive. The educational intervention attempts to increase employers’ knowledge about disability, the relational approach aims to develop relationships within the community to strengthen relationships with employers and the interactive approach involves direct contact between employers and people with disability.\u0000\u0000\u0000Originality/value\u0000Theoretically, this study reveals perceived heterogeneity in terms of the theoretical constructs that are employer hiring decisions. Practically, results help disability employment service providers design social marketing strategies that are effective in reducing barriers and increasing employment for people with disability. Methodologically, this study adds a new perspective on employer willingness to hire people with disability – that of disability employment service providers – which avoids the social desirability bias found in many self-reported studies of employer attitudes and behavior.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46205388","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Co-creating and evaluating social marketing programs: a living lab approach","authors":"Pamela Saleme, Timo Dietrich, Bo Pang, Joy Parkinson","doi":"10.1108/jsocm-06-2022-0124","DOIUrl":"https://doi.org/10.1108/jsocm-06-2022-0124","url":null,"abstract":"\u0000Purpose\u0000This paper presents a methodological analysis of the co-creation and evaluation of “Biobot Academy” social marketing program to promote socio-emotional skills and prosocial behaviour in children, using a Living Lab method. This paper aims to identify how using a Living Lab method can enhance the co-creation and evaluation of a gamified social marketing program with users and stakeholders. To the best of the authors’ knowledge, this paper is the first to apply and further develop a Living Lab framework to guide social marketing program design.\u0000\u0000\u0000Design/methodology/approach\u0000Using a case study method, the Living Lab process was applied during the development of the gamified social marketing program for promoting socio-emotional skills and prosocial behaviour in children. In total, 28 online and in-person sessions over a two-year period led to program co-creation. Guided by a mixed method approach, testing was conducted in a non-randomised waitlist control trial, while qualitative data from in-game data capture, classroom observations and recordings were collected.\u0000\u0000\u0000Findings\u0000The application of the Living Lab method warranted improvements, specifically to the front-end and back-end steps of the existing process. While the non-randomised trial indicated effectiveness of the social marketing program across all outcome measures (self-awareness, empathy and prosocial behaviour intentions) compared to control, qualitative findings showed program improvements were needed on three specific aspects, namely, interactivity, user experience and comprehension.\u0000\u0000\u0000Originality/value\u0000This study provides methodological guidance for the application of the Living Lab method in other social marketing settings to help co-create innovative social marketing solutions with diverse stakeholder groups.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-04-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48997103","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"An approach to targeted promotion of HPV vaccination based on parental preferences for social media content","authors":"S. Sommariva, J. Beckstead, M. Khaliq, E. Daley, D. Martinez Tyson","doi":"10.1108/jsocm-08-2022-0164","DOIUrl":"https://doi.org/10.1108/jsocm-08-2022-0164","url":null,"abstract":"\u0000Purpose\u0000Effectiveness of message tactics in social marketing projects often varies across groups of individuals, which suggests the importance of tailoring communication approaches to maximize the success of promotional strategies. This study aims to contribute in this direction by using an innovative approach to promote targeted human papillomavirus vaccination, applying conjoint analysis to understand parental preferences for social media content features.\u0000\u0000\u0000Design/methodology/approach\u0000An online purpose-built quantitative survey was administered to a group of parents meeting eligibility criteria. The survey questions were designed based on inputs from formative qualitative research conducted in a previous phase of the study.\u0000\u0000\u0000Findings\u0000In the overall sample of 285 parents, responses show that image was the most important feature of social media posts overall, followed by source and text. Cluster analysis identified eight segments in the sample based on parental preferences for content features. Significant differences across segments were identified in terms of need for cognition, vaccine hesitancy, parental gender, concerns around side effects, trust in medical providers, information sharing behaviors on social media and information seeking online.\u0000\u0000\u0000Originality/value\u0000The application of conjoint analysis to promotional content allows to assess which features of the content are most important in persuading different individuals and provide insights on how people process the information, ultimately to inform targeted promotion based on preferences. Conjoint analysis has been widely used in consumer research to explore audience preferences for products or services, but only a few applications of conjoint analysis to the design and testing of promotional content are found in the literature.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41920416","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Effect of alcohol ad content regulations on young people: a multi-method study","authors":"J. Diouf, S. Lacoste-Badie, O. Droulers, K. Gallopel-Morvan","doi":"10.1108/jsocm-01-2022-0014","DOIUrl":"https://doi.org/10.1108/jsocm-01-2022-0014","url":null,"abstract":"\u0000Purpose\u0000Upstream social marketers advocate implementing effective public policies to protect vulnerable populations from the impacts of advertising harmful products. This study aims to explore how alcohol ad content restrictions (as practised in some countries where ads may only convey factual information and objective properties of alcohol products) versus non-regulated advertising affect consumers’ product perceptions, attitude towards the ad and desire to drink. This study also examines how such restrictions influence the noticeability of text health warnings in ads (signalling alcohol-related risks) depending on their prominence.\u0000\u0000\u0000Design/methodology/approach\u0000A multi-method study was used to increase the validity of results. An online quantitative survey (n = 348) and an eye-tracking study (n = 184) were conducted on young French people (15–30). The eye-tracking method is particularly relevant for objectively measuring visual attention.\u0000\u0000\u0000Findings\u0000Results show that content restrictions on alcohol advertising reduce ad appeal and desire to drink. A more prominent format enhanced attentional processing of the text warning, whereas none of the tested ad contents influenced its noticeability.\u0000\u0000\u0000Practical implications\u0000This study assesses scientific evidence of the effect on alcohol ad content regulations adopted by some countries and provides arguments for upstream social marketers to inform and influence policymakers.\u0000\u0000\u0000Originality/value\u0000To the best of the authors’ knowledge, this is the first multi-method study that assesses the effect of regulated vs non-regulated alcohol ads in terms of persuasion and of text warning visibility.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47904535","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Factors predicting pro-environmental behavior: the case of baby diapers","authors":"Noviana Amelia, H. Saragih","doi":"10.1108/jsocm-03-2022-0062","DOIUrl":"https://doi.org/10.1108/jsocm-03-2022-0062","url":null,"abstract":"\u0000Purpose\u0000In addition to being one of the most commonly purchased items by infant caretakers, disposable baby diapers (DBDs) are among the most detrimental products to the environment. Shifting to a diapering method that is less harmful to the environment is an example of pro-environmental conduct. Hence, this study aims to examine how motivation, subjective norms, perceived benefits and perceived threats influence pro-environmental behavior (PEB) intention.\u0000\u0000\u0000Design/methodology/approach\u0000This research uses a two-stage disjoint approach of partial least squares structural equation modeling to examine the data. In the conceptual model, a combination of reflective-reflective second-order constructs is used in the motivation, perceived benefits and perceived threats. A total of 233 respondents from a developing economy in Southeast Asia provide the data.\u0000\u0000\u0000Findings\u0000This study suggests that perceived benefits (i.e. environmental, monetary and symbol) and threats (i.e. susceptibility and severity) are significant determinants of PEB. Surprisingly, motivation and subjective norms had no significant relationship with consumers' adoption of non-DBD alternatives.\u0000\u0000\u0000Research limitations/implications\u0000To persuade caretakers to act in an environmentally responsible manner, the findings of this study imply that, where relevant, considerations for a wide variety of benefits and health risks should be made apparent. Environmental, financial and symbolic benefits should be shared with prospective target audiences. Caretakers should be warned of probable health effects of not being environmentally friendly. This study argues that caretakers' lack of information of non-DBD options may explain the insignificance of subjective norms and motivation.\u0000\u0000\u0000Originality/value\u0000This study contributes to the social marketing literature by examining the influence of motivation, subjective norms, perceived benefits and perceived threats on the intention to use more-environmentally friendly alternatives to DBDs as a manifestation of PEB.\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":" ","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47336912","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Social action advertising: motivators and detractors in cause-oriented behaviors","authors":"Thomas S. Mueller","doi":"10.1108/jsocm-07-2022-0161","DOIUrl":"https://doi.org/10.1108/jsocm-07-2022-0161","url":null,"abstract":"\u0000Purpose\u0000It is an arduous process for corporations to determine if social action advertising is a complementary fit with their respective brands. This study aims to explore opportunities and disadvantages when brands consider cause-related partnerships as part of their overall marketing strategy. There are motivators and detractors related to social actions promoted by brands. It is essential for organizations, institutions and corporations to better understand if, or when, to use advertising that contributes to the social good.\u0000\u0000\u0000Design/methodology/approach\u0000Phase one of the study was a qualitative analysis conducted through personal interviews. Coded passages from interviews were aggregated into themes, which later defined ten social action advertising measures. The second phase in the study was a quantitative analysis (N = 506) that tested consumer involvement with the social action advertisement “You Love Me.” The spot was designed for the Dr. Dre Beats brand, in response to the George Floyd murder in 2020.\u0000\u0000\u0000Findings\u0000Brands need to carefully examine their own histories, political associations and concern for all consumer segments, prior to evoking social change. Differentiations arising from political views and gender identity are discussed. Regressions indicate “social ads that use stereotypes” was the key significant predictor of emotional involvement. Consumers feeling “respected and represented in social action ads” was the key significant predictor of fact-based cognitive involvement. “Social action ads distorted through virtue signaling” were 38% more likely to effect brand purchase when consumers viewed the social action ad.\u0000\u0000\u0000Research limitations/implications\u0000This is a nonfunded research study. Respondents who participated in interviews, and those selected for data collection, were solicited through convenience and judgmental nonprobability sampling. These data are racially and financially biased. Seventy-six percent of respondents in the racial variable were white; 51% stated they were “wealthy and have a lot of assets.” Neither variable is representative of the general population. In the future, researchers should collect a nonbiased stratified probability sample that would more closely reflect the general population and consumer audience.\u0000\u0000\u0000Originality/value\u0000This paper builds on the recommendations of Farrukh et al. (2021) who call for more published research in the areas of human rights violations and social change. The results of this study represent a cautionary tale. Political dogma within a polarized society has created pressure for chief marketing officers to integrate political values into brand values. The risk of creating adversarial factions has created a risky environment for brand developers and strategists (Mahoney, 2022).\u0000","PeriodicalId":51732,"journal":{"name":"Journal of Social Marketing","volume":"16 1","pages":""},"PeriodicalIF":2.4,"publicationDate":"2023-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"62175929","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}